State of the Industry Report AWAI’S 2020 COPYWRITING PRICING GUIDE

n How to Harness the Power of Copywriting n Today’s Top 7 Marketing Trends n Success Tips for Marketers & Copywriters n Fee Ranges for the Top 75 Copywriting Projects Published by: American Writers & Artists Institute 101 SE 6th Avenue, Suite A Delray Beach, FL 33483 Phone: 561-278-5557 Fax: 561-278-5929 Website: www.awai.com

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CORCOS TABLE OF CONTENTS

2020 STATE OF THE COPYWRITING INDUSTRY Executive Summary 1 Top 7 Marketing Trends and Predictions for Staying Connected to Your Customers 3 What’s Working the Best Right Now When it Comes to Copywriting 11 Copywriting Essentials for Marketing Success 23

AWAI’s 2020 COPYWRITING PRICING GUIDE Overview: Evaluating Your Return on a Copywriting Investment 25 Fee Ranges for the 75 Hottest Copywriting Projects 27 How to Create the Right Copywriting Budget 35

SUCCESS TIPS FOR MARKETERS How to Recognize and Hire Skilled Copywriters 38 Recognizing a Great Copywriter 39 Finding a Skilled Copywriter 40 Planning Your Copywriting Process 43 What Trained Copywriters Mean for Your Business 45

SUCCESS TIPS FOR COPYWRITERS Be the Solution for a Growing Demand 47 Where to Find Clients That Value You 48 Presenting Proposals That Get a Yes 49

SUMMARY Important Next Steps to Harness the Power of Copywriting 50 About AWAI Copywriter Training 51 Resources for Marketers and Copywriters 51 Research Sources 53

2020 STATE OF THE COPYWRITING INDUSTRY

Executive Summary

Just 25 years ago, in 1995, the U.S. National Science Foundation allowed Internet use to go beyond a research/nonprofit platform and include commercial enterprise for the first time. This landmark decision opened the door for the first commercial websites to launch that year, including Amazon.com, eBay.com, and PCWorld.com. Google was launched a year later.

1995 was arguably a landmark year for copywriting as well — expanding the field from traditional media (TV and radio as well as direct mail, advertising, and other print materials) to a whole new world of online marketing: websites, emails, blogs, articles, online video, and more.

Today, the use of quality, results-oriented copywriting is at a peak demand, with at approximately 6.42 billion pages on the “Indexed Web today (changing daily)”,1 306.4 billion emails sent/received per day worldwide,2 321 million monthly active Twitter users,3 2.7 billion monthly users on Facebook,4 660 million LinkedIn members,5 1 billion Instagram users worldwide6, and 291 million monthly active users on Pinterest.7

That’s because millions upon millions of companies — all jockeying for attention, search-engine traffic, and sales — need to publish a steady stream of stories, how-to information, clear demonstrations, benefit-focused offers, and other copywritten content that performs across a wide variety of marketing channels.

To help you tap into this peak demand for copywriting and make it work wonders for you now …

1 The team here at AWAI (American Writers & Artists Institute) — the world’s leading publisher of direct-response copywriting, content writing, and graphic design home-study programs — dug deep into the latest statistics and trends to uncover the major value of copywriting, as well as how to overcome the challenge of finding skilled writers.

We also reached out to our A-team network of “from the trenches” copywriters and marketers to weigh in on these subjects.

You see, we’re uniquely positioned to give you the inside scoop because we not only use direct-response online and offline copy every day to help thousands of aspiring copywriters find our training programs, learn the craft, and succeed as writers …

We’re continually studying who’s doing what when it comes to lead generation and direct sales.

Plus, over the years, marketers, creative directors, business owners, and others have turned to AWAI as a resource for finding the right copywriter to help build opt-in mailing lists, get targets to open those emails, drive organic traffic to a website, convert website visitors to buyers, and increase the response rates on all promotions. We know exactly what today’s marketers want and need in a skilled copywriter.

The result of our exhaustive research is your true INSIDER’S GUIDE to the 2020 State of the Copywriting Industry: what’s making it tick and thrive, and how you can make the most of it.

Let’s begin by taking a look at the biggest trends and predictions for the year.

2 7 Marketing Trends and Predictions for Staying Connected to Your Customers

When you take a closer look at what’s working now in Business-to-Business (B2B) and Business-to-Consumer (B2C) marketing, it’s easy to see that all signs point to unique, audience-focused, and engaging communication (aka copywriting) as the common thread and key ingredient for success in today’s online and offline channels.

According to HubSpot’s “The Ultimate List of Marketing Statistics for 2019”:8 • Ecommerce sales are expected to reach $4.5 trillion by 2021. • Social media and watching videos are the two most popular internet activities.

• Content marketing gets three times the leads of paid search advertising. • About half of customers will consume three to five pieces of content before talking to a sales rep.

3 7 Marketing Trends and Predictions for Staying Connected to Your Customers 1 Content marketing is a given. According to Demand Metric, 91% of B2B marketers and 86% of B2C marketers use content marketing and 78% of Chief Marketing Officers believe custom content is the future of marketing. Nearly two-thirds of businesses rely on outside help to create their content.9

Key Takeaways

The Content Marketing Institute defines content marketing as a strategic marketing approach focused on: • creating and distributing valuable, relevant, and consistent content • attracting and retaining a clearly-defined audience • driving profitable customer action

Important: The content marketing landscape is changing to focus more on video and livestreaming. Personalized content experiences are also becoming an important trend.10

4 7 Marketing Trends and Predictions for Staying Connected to Your Customers

Mobile marketing cannot 2 be ignored. From Blue Corona’s article, “75+ Mobile Marketing Statistics for 2020 and Beyond”: 11 • ““Up to 70% of web traffic happens on a mobile device...” • “People today have 2X more interactions with brands on mobile than anywhere else—that includes TV, in-store, you name it…” • And, “69% of smartphone users also say that they are more likely to buy from companies with mobile sites that easily address their questions or concerns.”

Key Takeaways

Copywriters and marketers who understand mobile marketing will position themselves for success in 2019. They’ll reach a broader audience, if… • content is easy to read on mobile devices • content loads quickly on devices • calling and ordering are simple one-click functions • video content includes captions for those who prefer NOT to have sound playing (which is very common now)

Copywriters and marketers who understand mobile marketing will position themselves for success in 2020.

5 7 Marketing Trends and Predictions for Staying Connected to Your Customers

Video Continues to Dominate 3 as a Trend In their State of Video Marketing 2019 report, wyzowl reports:12

“The adoption of video as a marketing tactic continues to soar, with more marketers using it than ever.”

Key Takeaways

Video has become a meaningful part of content marketing strategies and direct response marketing campaigns. • 94% of marketers find that video helps improve viewers’ understanding of the company’s product or service. • 87% of online marketers use video content as part of their strategy. • 80% of marketers say video content has increased the amount of time visitors spend on their site. • 88% of marketers plan to increase their video marketing budget next year.

These companies all need good copywriters and content writers to craft engaging scripts for their online videos.

6 7 Marketing Trends and Predictions for Staying Connected to Your Customers

Micro-Moments, Search Intent, and Featured Snippets— 4 Big Changes in SEO.

According to Lyfe Marketing, SEO spending will increase to $80 billion in the coming year and is likely to outpace spending on online ads. Why the growth? It’s simple. SEO works.

Key Takeaways13

• 93% of all online activities begin on a search engine. • If you’re a marketer, you need to reach your target audience and provide them quick and easy solutions. Understanding Search Intent is key to achieving this. • Your clients are concerned about featured snippets on Google and how they will affect their traffic. A skilled SEO copywriter can help. • Micro-moments are impacting search results. Good, clear writing is essential to deliver on these quick searches. • 70% of traffic comes from long-tail searches. Your clients need strong, SEO-friendly content to attract visitors seeking specific information.

7 7 Marketing Trends and Predictions for Staying Connected to Your Customers 5 Marketing gets more personal. One of the trends to watch is marketing personalization. Not the creepy tendency to repeat your reader’s name over and over again or to follow them around the internet through remarketing… but more personalized content experiences.

In an interview with the Content Marketing Institute, Melissa Harrison (Allee Creative) put it this way: “Brand marketers will take more time to create content for niche channels and create super-personalized content for niche audiences.14

Key Takeaways

Personalized content marketing means marketers need: • More content • More variations on content. • More tailored messaging

Skilled copywriters will play an essential role in meeting the growing demand for more specialized, personalized, high-quality content.

8 7 Marketing Trends and Predictions for Staying Connected to Your Customers

Businesses are using LinkedIn and other social networks more 6 to distribute content.

From Hootsuite’s “130+ Social Media Statistics that Matter to Marketers in 2019” 15

86% of B2B marketers companies use LinkedIn and 63% cite driving more leads as their top priority on the network.

Key Takeaways

• B2B marketers will want to include LinkedIn in their competitive strategies.

• Skilled copywriters can create the most effective kinds of LinkedIn content that: 1. gets noticed 2. is shared more frequently 3. brings in more business

9 7 Marketing Trends and Predictions for Staying Connected to Your Customers

Finding skilled copywriters 7 is a challenge for most. From Content Marketing Institute’s “B2B Content Marketing 2020 Benchmarks, Budgets, and Trends — North America” 29

“Half of B2B marketers who were surveyed “outsource at least one content marketing activity with content creation being the most likely (84%).”

Key Takeaways

If you’re a marketer, this guide helps you: • understand how to identify the right, qualified copywriters for your needs • hire them at a mutually-beneficial price • bring out their best work for the best results

Great copywriters are out there! This guide will show you how to find them.

This guide will help copywriters: • understand what marketers need now • position themselves as the ideal solution in specific niche markets

10 What’s Working the Best Right Now When it Comes to Copywriting

What is the value of copywriting? Why is it a critical tool in marketing success?

The following benchmarks may provide answers. You’ll see that …

Copywriting is the foundation of a strategic marketing mix. The right messages — presented in the right way — will be the key to successful content marketing in today’s competitive climate.

As you consider the marketing channels listed, keep in mind that copywriting is the common thread, whether it’s email, blogs, SEO, social media, or paid advertising.

11 What’s Working the Best Right Now When it Comes to Copywriting

According to the Content Marketing Institute’s, B2B Content Marketing 2020 Benchmarks, Budgets, and Trends — North America: 30

59% 69% 50% of B2B content of top-performing of B2B marketers marketers B2B content outsource don’t have a marketers do. content creation documented (e.g., writers, content designers, video strategy. production).

From HubSpot’s The Ultimate List of Marketing Statistics:31

22% 1 in 10 3x Of businesses Blog posts are How much more are satisfied compounding, effective content with their meaning organic marketing is at conversion search increases generating leads rates online. traffic over time. versus paid search advertising.

And iContact.com revealed this eye-opening statistic:32

More than 59% of marketers cite email as their biggest source of ROI.

12 What’s Working the Best Right Now When it Comes to Copywriting

Take a look at the tactics marketers think will have the most impact:

B2B Marketers:9

Source: Smart Insights

B2C Marketers:10

Source: Marketing Charts

13 What’s Working the Best Right Now When it Comes to Copywriting

More of what’s working today:17

• SEO: 61% of marketers cite growing their SEO presence as a high priority.

• E-commerce: 72% of consumers will only engage with personalized messages.

• Mobile: The average person spends 69% of their online time on a mobile device.

• Video: It’s big and getting bigger! Video will make up 80% of consumer online traffic by the end of this year.

Companies continue to use both online and offline marketing strategies, but online spending has outpaced offline budgets.

Key Statistics33

• Video is becoming essential. On overage, 46% of users will take action after watching a video.

• Local digital advertising is growing. Location-based digital ad campaigns are 20x more effective than banner ads.

• Facebook is still the social media leader. Both B2B and B2C companies cite Facebook as their most important social media platform.

14 What’s Working the Best Right Now When it Comes to Copywriting

Content Types

Content types that B2B buyers use when in the early stages of making a purchasing decision:18

• Infographics (78%) • Listicles (76%) • E-books (61%) • Blog Posts (60%) • Podcasts (57%) • White Papers (56%) • Video (51%) • Webinars (47%)

In HubSpot’s State of Inbound report, the “Top Inbound Marketing Projects — North America” were listed in this order:19

• Growing SEO/organic presence • Blog content creation • Marketing automation • Content distribution/amplification • Interactive content creation • Long-form/visual content creation • Online tools • Product how-to videos • Webinars

HubSpot also collected statistics on content length and effectiveness:

• “On average, the top 10 results for most Google searches are between 2,000 and 2,500 words.” 20

• “Companies that publish 16+ blog posts per month get 3.5X more traffic than those that post four or fewer posts per month.” 21

15 What’s Working the Best Right Now When it Comes to Copywriting

The following responses come from a recent survey conducted by MarketingCharts:22

“Which digital marketing channel is perceived as most effective?”

82% 51% 25% 54% 19% 21% Email Website SEO Social Paid Display Media Search Ads

According the State of Social Media Marketing Report 2019, businesses favor these social media platforms:23

16 What’s Working the Best Right Now When it Comes to Copywriting

And finally, let’s look at traditional direct mail. The blog post, “20 Direct Mail Statistics You Need To Know for 2019” lists these findings among many.24

• 81% of companies plan to maintain or increase usage of direct mail in the next year. • 56% of companies use direct mail — only social media is more popular. • Last year, consumers were nine times as likely to respond to a direct mail campaign as they were to an email. • 75% of households usually read or scan direct mail advertising they receive.

• 76% of consumers trust direct mail for helping them make a purchase decision — much more than digital channels.

That’s a lot of data to absorb, but did you notice how the various survey findings revealed a pattern in the top channels working today?They all involve COPYWRITING.

Overall, it appears that email, company websites, SEO, blogging, social media, and direct mail top the list of channels that are the most effective for surveyed marketers across the board.

Now, let’s think about that for a moment … … Does email need skilled copywriting? You bet. … How about company websites? Absolutely! Good copy will keep visitors on your site longer. … Certainly SEO content is all about copywriting in a specialized way to increase traffic.

… What about blogging? Yes — quality copywriting is a must there too. … And social media? All of the networks require engaging and share-worthy copy. … Finally, does direct mail get higher response rates when the copy is more persuasive? Of course it does!

17 What’s Working the Best Right Now When it Comes to Copywriting

It’s a plain fact that copywriting matters a great deal in all marketing channels. They all require a constant feed of engaging content, written by a copywriter who knows how to grab attention, connect with prospects, and build long-lasting relationships.

The ideal formula includes:

• a documented strategy, • a mix of proven channels, and • excellent copywriting that provides helpful information to the right audiences, in the right ways.

“As time has evolved and different practices have come and gone, the thing that really works is using engaging content as a way to draw people to your business. It’s less of a pitch and more about being helpful and educating people. We’re educating people enough to do business with us.” — Brian Clark, founder of Copyblogger, in an interview for Experian.com 25

18 What’s Working the Best Right Now When it Comes to Copywriting

Proof from the Marketing Trenches

We asked our network of copywriters and marketers to chime in with real-world proof on just how powerful copywriting can be.

From Copywriters:

“I started blogging for a B2B client two years ago, writing two posts a month. The cumulative effort has been so effective in bringing in quality leads, the company decided to stop producing an expensive and time-consuming print catalog. Their blogging investment has paid off and continues to do so!” — Pam Foster

“After handing over the Video Sales Letter I wrote, my client sent it out to her list for her seminar. She filled all the seats plus she added 10 more!” — Dawna Brown

“I took on a new client about three years ago. I still write for her weekly. In her words, ‘ ... his writing has been the cornerstone of my revenue and has driven thousands of dollars in sales revenue for the company. I was able to give my daughter a beautiful wedding reception thanks to the dramatic increase in sales which occurred when he came on board.’” — John Decker

“I recently did a two-page promo with envelope teaser copy for a client in Philadelphia. The client said he’d never worked with a professional copywriter and was so excited, he offered to write a testimonial for me.” — Steve Maurer

“I work as the PR & Marketing person for a national chain of lifeboat service companies. How do I know the copy is working? I can tell by the names of vessels scheduled for service that my letters have been effective.” — Janis Vasquez

19 What’s Working the Best Right Now When it Comes to Copywriting

“About eight months ago, we completely revamped the website design, copy, and SEO for a family dentist. Her results have grown every month. [During our] last call, February of 2015 was 400% more profitable than February 2014.” — Christina Auck

“One of my clients reported that my new copy generated a 64% increase in conversions. Another reported an average open rate of 45.1% and a 14% click-through-rate for my email campaigns. Copywriting is certainly the key factor in these results.” — Steve Coombes

“For the Ziglar Corporation, I worked on a membership campaign for a paid subscription program that yielded a 13% increase in prospects, 28% increase in members, a 100% increase in conversions of prospects to members, and a 27% increase in retention rate. For another client, my email autoresponders for their weekly featured products have been continually doubling their open rates and tripling responses nearly every week consistently for almost four years now over the previous copy they used.” — Cindy Cyr

From Marketers:

“Without good copywriters, we don’t have a business.” — Julia Guth, The Oxford Club

“You might think of L.L. Bean as a company that sells high quality outdoor equipment and clothes. But L.L. Bean is a direct-marketing company that uses direct-response techniques … including direct- response copywriting.” — CrazyEgg Blog 22

“We don’t sell newsletters … advisories … trading services, etc. — we sell desires: An early retirement … the ability to live well in retirement … the security of having enough money to last throughout

20 What’s Working the Best Right Now When it Comes to Copywriting

their lifespan … independent living … the best medical care … an inheritance for their children and grandchildren. The newsletter sale is very indirect and very emotionally charged. If one element is weak, the entire promotion is weak. Strong copy has to agitate, tug at the heartstrings, and hit one or more desires of the prospect. It then has to be packaged in a compelling concept … prove that concept … overcome all objections that may be in a prospect’s mind … and give the prospect an easy way to order the product. All of these stages are needed to fulfill those desires, and this is why we need strong copy.” — Vicki Moffitt, CEO, StreetAuthority

“There’s an interesting development going on in our industry right now. With the advent of ad networks such as Google, Facebook, Adblade, and Taboola, many people are questioning whether or not copy is as important as it used to be. I’ve had this discussion with people in my business several times, and my answer is 100%, YES! Today, you can get a dramatic sales increase either with new copy, or by getting your message into a new ad channel. The problem with relying on new ad channels is that it’s incredibly easy for your competitors to quickly figure out where you’re selling, and if their copy is better than yours, you get bumped. That’s why copy still trumps all, and always will.” — Mike Palmer, Copy Chief, Stansberry Research

“Original, winning copy goes straight to our bottom line.” — Paul Elliott, The Motley Fool

“In the simplest terms, strong copy is what sets us apart. As the Editorial Director, my mission is to force readers to understand that we think and invest differently at the Club. The most efficient way to do that is with strong copy that is chock-full of unique ideas — or new spins on old ideas. Those unique ideas are what eventually morph into strong sales copy and make our business viable. Bottom line, without strong copy, our readers would never hear our message. It’s what gives us a winning business.” — Andrew Snyder, Oxford Club

21 What’s Working the Best Right Now When it Comes to Copywriting

“Copy is critical to the success of Eagle Financial Publications in that it’s what sells our products — period. Good, effective copy rings true in the ears (eyes?) of the reader/viewer, identifies with that person’s feelings on the subject, then offers a clear-cut way to benefit the reader. It doesn’t matter how the technology evolves for delivering copy, whether it’s typewritten words on a page, beautifully laid-out documents for online delivery, video landing pages, or whatever’s next — even holographic promos ... the bottom line is the promo will succeed or not, based on how effective the copy is.” — Wayne Ellis, Eagle Publications

“Obviously, making money is real important. But that is a given. To me, strong copy can also bring on the right customer with the right mindset. So … strong copy will be well researched, it will be quality, it will be emotional, it will be reflect the newsletter and the editor … so it will bring on the right people and will set them up to know what to expect from the product. And in the end, strong copy leads to long-term money.” — Aaron DeHoog, Sovereign Society

“I can’t imagine why anyone would NOT want to hire a great copywriter to their staff. A great copywriter will bring both the skill of writing winning copy and great marketing strategy to the table to help them get ahead. Great strategy and winning copy is like ‘sharpening the axe’ before you go out to chop down a tree ... because you may only get a few swings at that tree ... and they better get the job done!” — Sean Greeley, NPE, LLC

“Great copy is the lifeblood of our business. Without talented copywriters, we simply couldn’t exist. Period.” — Angela Salerno Jirau, Publisher/President, The Institute for Natural Healing

22 Copywriting Essentials for Marketing Success Winning Marketing Campaigns Boil Down to One Main Thing: COPYWRITING THAT WORKS

It’s easy to be swayed by trendy online designs or “cool” programming tricks, but fundamentally, “Content — or Copy — is King,” more than ever!

You’ll have the greatest success if you stick with copy essentials that resonate with targeted prospects and make a product or service irresistible to them.

23 Copywriting Essentials for Marketing Success

These essentials include:

• Headlines that uniquely promise a benefit, solve a problem, or deliver a desired outcome.

• Customer-focused messages that speak to prospects one-on-one through stories, testimonials, examples, painting a picture, etc.

• Helpful, scannable information that guides readers through a user-friendly structure/easy-to-read format.

• Unique positioning that sets the company or product apart from all the rest, answering for the reader, “Why should I choose THIS option?”

• Calls-to-action that guide visitors to take the next steps (convert), such as signing up for a subscription, downloading a report, watching a video, posting a comment, or making a purchase.

• Search Engine Optimization — weaving the most relevant SEO keywords and sales messages into helpful sales copy, tags, captions, links, etc.

• Design that supports all of these essentials (not overshadows them).

Copywriters who understand and work with these essentials are the “secret ingredient” to profitable marketing and worth every penny they charge.

Which brings us to the AWAI 2020 Copywriting Pricing Guide — a comprehensive list of fee ranges for the top 75 copywriting projects, along with budget tips.

To create this guide, we conducted extensive research on today’s fees for all the top projects mentioned previously in this guide, as well as others that are commonly used today. We compiled prices from copywriting leaders, national resources, marketers for all types of companies, and our own experience.

You can use this guide as a reference when pricing individual projects or entire campaigns.

24 AWAI 2020 COPYWRITING PRICING GUIDE

Overview: Evaluating Your Return on a Copywriting Investment

A copywriter is one of the most important investments a company can make when the mission is to sell products, generate qualified leads, bring in more subscribers, raise money for nonprofit organizations, and more.

According to Bill Bonner, President of Agora Publishing, copywriting is vital to a business’ success …

“This past year alone, my company paid out over $5 million in writing fees and royalties to a handful of copywriters. And you know what? I’m happy to do it. Why? Because a good letter is the ‘engine’ of my business.”

“Copy is critical to sales. Social media can help with brand awareness and it can drive some traffic, but to sell big numbers of a product that’s not something you really need — especially one that costs $79 — you may need 2,000 to 3,000 words of copy on a web page. I know this because I regularly write these pages and one of them just generated well over $1.5 million in revenue and represented 63% of the company’s sales in a single year. Confidentiality keeps me from revealing all, but it was in the golf space. You need a roof over your head more than you need golf equipment. Tweets will not sell much golf equipment, but a finely-tuned landing page can generate massive revenue.” — Bill Bonner, from the article, Is Copy Dead? The Surprising Answer.26

25 And Master Financial Copywriter, Paul Hollingshead, has talked about the sales generated by copywriters as well …

“Companies use copywriting to sell everything from mattresses to financial newsletters … from health supplements to fruit baskets. Nonprofits raise billions using copywriting techniques, too — from political candidates to environmental organizations to children’s aid groups. And let’s not forget the multibillion-dollar Business-to- Business market, one of the most lucrative and in-demand niches of the direct-response industry for copywriters.

“All of them use direct-response copywriters because a well- written letter can bring in millions of dollars — for a fraction of the cost of opening a storefront or selling wholesale to retailers.

“Direct-response copywriting allows companies to reach the people and businesses most likely to buy their products … simply by sending letters and emails to those who have shown an interest in similar products in the past.” — Paul Hollingshead, Co-Founder AWAI and Master Copywriter

With this in mind, the following fee ranges reflect an investment in professional, high-quality copy, written by trained experts.

26 Fee Ranges for the Top 75 Copywriting Projects

COPYWRITING SERVICE FEE RANGE

Web Content And Other Online Copywriting

1. Site Content Audit and Report $1,000-$2,500 Boost search rankings and conversions by finding gaps, opportunities.

2. Keyword Research $500-$1,500+ Identify top keyword opportunities in Google, etc. on specific topics.

3. Key Message Copy Platform $3,000-$7,500 Get top results in all channels with a “master messaging roadmap.”

4. Home Page Content: SEO and Sales-conversion $1,500-$3,000 Copywriting Set the stage for a great site experience that prompts conversions.

5. Category Page Update: SEO and Sales-conversion $250-$1,000/page Copywriting Rewrite the main web pages, such as About, Services, Subscribe.

6. Product Page Update: SEO and Sales-conversion Copy $100-$250/page Generate more traffic and sales for each specific product or service.

7. Order Page/Shopping Cart Sequence $400-$800 Reduce abandon rates due to confusion or too many steps.

8. New Page: SEO and Sales-conversion Copy $500-$1,250/page Use professional, compelling copy for all new products and services.

27 COPYWRITING SERVICE FEE RANGE 9. Banner Ad or Text Ad $250-$1,000 Drive the most visitors to specific discounts or other promotion pages.

10. Online Sales Page for Single Promotion $5,000-$8,500+ Generate sales with a full sales promotion online, which (plus royalties) can often be dozens of pages long.

11. Lead-Gen Landing Page $500-$1,500 This short-copy “squeeze” page can bring in massive leads and sales.

12. Microsite $3,000-$7,000 Boost sales on a super-specific website containing 2-5 pages.

13. Article $250-$1,000 Bring in SEO traffic with helpful content that’s 1,200-2,000 words.

14. Editorial Piece for Newsletter $200-$500 Usually shorter than SEO/content articles, about 600-800 words

15. “How-to” Guide or Tour $500-$1,000 Provide helpful guides explaining how a product, service, or site works.

16. Press Release $500-$1,000/ Get attention from the media and drive additional site visits. release

17. Blog Post $150-$800/post Single, topic-specific blog posts, written for readers and SEO.

18. Blog Editorial Calendar and Post Series $500-$800/ Continuously generate new traffic with ongoing, calendar strategic posts. $150-$800/post

19. Long-Form Video Sales Letter (VSL) $5,000+ based This long-form online sales video may be 20 or even on length/VSL 45 minutes long

28 COPYWRITING SERVICE FEE RANGE 20. Short Online Video Script $500-$1,500+ 1-5 minute “explainer,” demo, how-to, case study, testimonial, or short VSL.

21. Podcast Script $500-$1,000/ Make the most of this medium with captivating minute scripts/copywriting.

22. FAQs $500-$1,000 Answer common questions asked by customers (great for SEO).

23. Case Study $1,200-$2,000 Offer problem-solution-outcome stories featuring a product or service.

24. White Paper (Special Report) $2,000-$7,000 Attract email sign-ups/new leads with valuable, downloadable reports.

25. E-book $2,000-$7,000 Provide highly useful information to customers via electronic guides.

26. Testimonial $500-$800 Generate strong, “real-world” credibility for products or services.

27. Autoresponder/Funnel Emails (Series ) $100-$1,000/email Deepen customer relationships and/or drive follow-up purchases.

28. Stand-alone Email $250-$2,000 Reach out and grow sales with special promotions, invitations, more.

29. E-newsletter/E-zine $800-$1,500 Maintain customer loyalty with regular issues filled with tips and offers.

29 COPYWRITING SERVICE FEE RANGE 30. Pay-Per-Click (PPC)/Adwords Campaign $75-$350/ad Break through search clutter and drive traffic to specific online sales / landing pages.

31. Complete Site Re-Design W/Copywriter Overseeing $2,000-$5,000 for Content Flow Copywriter role Ensure excellent usability, SEO, and messages in a site re-design. (Separate from page writing.)

32. In-Person Training for Staff Writers $1,500-$5,000/day Coach the team on the best copy/SEO practices, plus travel & one-on-one. lodging

33. Presenting to Other Company Employees $1,500/day plus Make sure they understand how to add customer-friendly travel & lodging copywriting.

34. Training Script/Copywriting $500-$3,000 Help customers use a website service or complete a task.

35. Teleseminar/Webinar Script $1,500-$3,000 Ensure a smooth, successful presentation with a great script and slides.

36. Survey Wording $500-$1,000 Get the most useful feedback from customers through great questions.

37. Competitive Analysis — more in-depth $1,000-$2,000 Set the company apart from competitors with a detailed copy review.

38. Social Media Setup $500/network Create an inviting page with robust ABOUT content, etc.

39. Social Media Management: Facebook, Twitter, and More $1,000-$2,000 Consistently grow with posting/monitoring 1-2 hours/day, per month 5 days/week.

30 COPYWRITING SERVICE FEE RANGE 40. Social Media Ad Campaign $500 Attract Likes, Shares, and conversions with super-targeted social ads on Facebook, LInkedIn, etc.

41. Company Description: Google My Business, Other $25-$500 Review Sites, Directories Make sure customers choose you in Google, Yelp, Angie’s List, others.

Offline Copywriting Services

42. Direct Mail: Sales Letter Package $1,500-$5,000+ Letter, envelope, order device for subscription/information/ product promo, backend promotion, acquisition list.

43. Direct Mail: Lead-Generation Package $1,500-$5,000+ Usually includes a letter, envelope, order device, buckslip for the offer.

44. Direct Mail: Renewal Series $1,500-$2,500+ Renewal letter/blanket renewal insert to retain or upgrade subscribers, members, product buyers

45. Direct Mail: Magalog $9,000-$15,000 This multi-page sales letter is presented in the form of a magazine or tabloid.

46. Direct Mail Newsletter-Style Self-Mailer $750-$2,500 Grow leads, sales, registrants, etc. with an engaging piece.

47. Direct Mail: Postcard or Double Postcard $750-$1,500 Stay in the “keep” pile of mail and prompt action.

48. Telemarketing Script $500-$2,000 Make calls that are “welcomed,” leading to conversions.

49. Brochure (3+ panels) $750-$1,500/page Succinctly and clearly explain how a product/service benefits prospects.

31 COPYWRITING SERVICE FEE RANGE 50. Sell Sheet $500-$1,000 Give sales reps excellent product detailers to use with prospects.

51. Print/Space Ad $800-$2,000 Captivate prospects with a strong, small-space ad.

52. Advertorial $800-$1,500+ Position a product/service as THE solution via a magazine-style article.

53. Trade Show Materials $1,000-$3,000+ Grab attention at busy shows with bold, customer-focused materials.

54. Radio Commercial $1,200-$1,500 Stand out with a clever concept and copy for a 30 or 60-second spot.

55. Radio Direct-Response Commercial $1,500-$2,000 each Generate orders with an appealing direct-sale spot.

56. TV Commercial $1,000-$1,800 Make a big impression with a strong 30 or 60-second spot.

57. Store Sign $250-$500/sign Add excitement to signs about special sale offers, trial offers, etc.

58. Coupon $250-$500/coupon Stand out and drive sales with appealing coupon promotions.

59. Poster $250-$500/poster Make the most of an arresting image and a short, powerful message.

60. Annual Report $5,000-$10,000 Make sure the Company Overview is uniquely appealing to investors.

32 COPYWRITING SERVICE FEE RANGE 61. Packaging $250-$1,000 Set the product apart with clear, clever package/label messaging.

62. Resumes and Personal Branding Profiles $2,000 for Help professionals make their best impression to bundled services prospective employers and other opportunities.

63. Proofreading/Editing $20-$75/hour This valuable skill helps companies avoid errors before OR 3-5 cents/word publishing content

64. Event Materials $1,000-$3,000+ Make an impression at sales meetings, awards banquets, etc.

65. Speech Writing $3,000-$5,000+ Get a standing ovation at business gatherings, fundraising dinners, etc.

66. Ghostwriting a Book $5,000-$10,000+ Have a writer prepare an excellent memoir or business book.

67. How-to Guide (such as a Buying Guide) or $500-$1,000+ “Tips” Booklet Hand out helpful printed guides and booklets to customers.

68. Corporate History Compilation $1,000-$10,000+ Present company history in its best light in a book, brochure, video, etc.

69. Product or Program Naming $1,000-$3,000 Develop a pipeline of excellent product name ideas and taglines.

33 COPYWRITING SERVICE FEE RANGE 70. Training Manuals (non-software/technical) $2,000-$5,000+ Provide effective employee training for call centers, processes, etc.

71. Employee/Human Resources Materials $2,000-$5,000+ Explain employee benefits info/guidelines to workers at all levels.

72. Welcome Packet $2,000-$5,000+ Help members/subscribers understand all the benefits and how-to’s.

73. Copy Critique $400-$1,200 Strengthen results with a professional review and recommendations.

74. Collateral Audit $100-$200/hour Review company materials (all channels) to drive consistent results.

75. Marketing Strategy, Planning, Consulting $100-$200/hour Improve outcomes with a fresh look at various marketing approaches.

34 How to Create the Right Copywriting Budget The fee range chart can serve as your professional copywriting budget tool for estimating marketing campaigns, whether they’re online, offline, or both.

To prepare a realistic budget, start with the ranges shown in the chart and then consider which of the following payment models work best for you.

The practice of paying copywriters by the word or even the hour has fallen by the wayside for most companies and copywriters. This is because:

• Copy length or word count shouldn’t dictate copy effectiveness. Sometimes a short email can outperform a long one, but not always. As noted in our section on What’s Working, longer copy improved search-engine rankings over short copy. We encourage you to test copy variables to see which perform the best, instead of focusing on a specific word count limit.

35 How to Create the Right Copywriting Budget

• Great copywriters work to meet project deadlines, not an hourly rate. With project rates, everyone eliminates clock-watching. Meetings, phone calls, research, and other aspects are factored into project estimates, freeing up the writer to focus on excellent work.

It’s much more common to plan copywriting budgets in the following three ways:

Project Based

This is a very common budget approach and it’s quite simply based on the project scope, the number of items to be included, fee ranges listed in this report, and so forth. With this arrangement, copywriters often invoice 50% of the total budget as a deposit before work begins, and 50% upon delivery of the final copy. Some copywriters invoice 100% of the project up front.

Monthly Retainer

For ongoing copywriting, such as monthly blog posts or e-newsletters, it’s often smart to budget a retainer arrangement. This type of arrangement spells out the deliverables and monthly rate, usually for a 6-month or 12-month period (such as 4 blog posts per month at XXX per post), and the copywriter sends an invoice at the beginning of each month for the upcoming month’s work. A “trial period” may be included, such as 3 months. And, quite often, there’s a 30-day written cancellation clause on the part of the marketer and the copywriter, unless a slight discount was provided for locking in a 12-month agreement (or a similar commitment).

Royalties

If the company is set up to track sales and pay royalties for each campaign, this can also be a beneficial arrangement for marketers and copywriters because everyone wins when the copy is successful. Copywriters typically get paid anywhere from 2% to 4% of every sale. That’s on top of an up-front writing fee. It’s like a commission … or a bonus. Here’s an example of a newsletter subscription service sending 100,000 mailed letters and getting a 1% response. The copywriter got a $10,000 writing fee, up front, and a 3% royalty. The letter helped

36 How to Create the Right Copywriting Budget sell $1,000,000 worth of subscriptions. At a 3% royalty — that’s an extra $30,000 paid to the copywriter. Altogether, that’s $40,000. If the letter does even better, the copywriter makes much more in royalties. Everyone reaps the rewards.

Here’s something else to consider. Copywriting for one project is rarely a “stand-alone” effort or a one-and-done deliverable.

As we mentioned earlier in this report, effective marketing involves a steady stream of customer-focused copywriting, delivered to targeted audiences through a thoughtful mix of channels.

In addition, usually one piece of copywriting connects to another … such as an email offer linking to a landing page where the target prospect can download a special report. All three of those items (email, landing page, and report) need to be connected with consistent, valuable messages and calls-to-action.

Therefore, when developing a copywriting budget, think in terms of an ongoing, highly valuable investment in brand success. You can certainly roll out projects in phases, but ultimately, you should develop an effective “marathon” marketing plan, not a short sprint.

37 SUCCESS TIPS FOR MARKETERS How to Recognize and Hire Skilled Copywriters

We all know Copy is King. But how do you find a skilled copywriter to do the job right?

If you’ve ever worried about this, you’re not alone. Recent surveys have shown that companies struggle to find enough skilled writing resources to produce enough copy on an ongoing basis.

In the blog post Content Marketing Strategy: Welcome to the Jungle by Curata,27 content marketers list the following among their top challenges: • Creating enough content on a regular basis • Finding sources to create amazing content • Promoting content • Measuring the impact of content

A B2B survey report presented by the Content Marketing Institute, noted that:9

89% of most successful marketers are extremely/very committed to content marketing

38 And this trend is holding steady; the companies surveyed said commitment and overall success were about the same as last year.

So, since content marketing is so integral for a company’s success, where can you turn to in order to create that content? The first step is to recognize a skilled copywriter when you’re on the hunt.

Recognizing a Great Copywriter

There are thousands of copywriters out there, and many of them are not qualified to write direct-response copy or content that WORKS, even though they claim to know how! As we mentioned before, very few copywriters have the deep understanding of writing engaging, persuasive, and action-oriented copy.

Your goal is to recognize the real deal, and we’ll show you how in a moment.

But first, consider finding a skilled writer with experience in your niche industry.

The value of your copywriter investment — and the ongoing return — will be much higher if the writer not only understands great copywriting, but also has experience in your niche market. He or she already knows your prospects and their needs; the industry language; the business climate; industry trends and products; competitive considerations; industry challenges; and much more. The copywriter’s learning curve would be very short! It would be very easy for the writer to focus on understanding your unique products/services and what makes them the best options out there.

Therefore, we recommend starting with a narrow niche-focused copywriter search and then broadening it if you don’t find an industry-specific resource.

39 Finding a Skilled Copywriter

Curious where to start your search? Try these four strategies …

1. Use Google and other search engines to look for industry-specific writers. Type in a search phrase that reflects your precise need, such as the following examples:

• “[niche] copywriter” (“fitness copywriter”) • “[niche] content writer” (“industrial content writer”) • “[niche] B2B copywriter” (“utilities B2B copywriter”) • “[niche] blog writer or blogger” (“wedding blog writer”) • “[niche] SEO copywriter” (“food and wine SEO copywriter”) • “[niche] case study writer” (“financial case study writer”) • “[niche] direct mail copywriter” or “direct response copywriter” (“fundraising direct mail copywriter”)

2. Browse through the AWAI Directory of Professional Freelance Writers. This resource includes members of AWAI’s The Professional Writers’ Alliance — the first ever professional organization dedicated to helping writers in the direct-response industry improve their skills, network with writers and marketers, and find exciting projects. In this Directory, you’ll find an alphabetical listing of copywriters. Click on any profile to learn more.

3. Post your project or overall need on DirectResponseJobs.com. This resource, managed by AWAI, is the only online job board that’s tied to SKILLED copywriters who have AWAI training. All you do is visit the free DirectResponseJobs.com website and post your freelance or full-time copywriting need. You’ll receive inquiries from qualified copywriters and then you can take it from there.

40 4. Meet hundreds of copywriters face-to-face at the annual AWAI Bootcamp and Job Fair. This annual copywriting event is not only the world’s best training ground for copywriters of all levels, it’s a marketer’s dream! That’s because you can meet trained copywriters and discuss your needs one-on-one with them. You can get to know several writers and encourage them to submit Spec Assignments or samples. You’ll have a connection for follow-up. For details on this free service, visit AWAI’s Job Fair for Marketers page.

Once you identify a copywriter you’d like to consider … here are some insider tips for evaluating his or her suitability for your needs.

• First, reach out to the writer(s) by email or phone, telling them what you’re looking for. Have them write you a letter in response, explaining why they’re a good fit. You want to find out if they have experience in the type of writing you need, as well as any experience or connections to your niche industry. You can ask to see writing samples too, of course, but this first letter will tell you a LOT about each writer’s skills, professionalism, communication style, and ability to write persuasive copy, convincing you to choose them!

• Request work samples/PDFs and ask for links to websites the copywriter has written (if applicable). See what you think when you receive the samples. Do they excite you or leave you flat? These are telltale signs of whether or not the writer is right for you.

• Offer a Spec Assignment to the copywriter; something similar to the project you need. This could be a simple “headline and lead” assignment to see how the copywriter handles the spec: the questions the writer asks, the copy ideas he or she presents to you, and the way they’re presented to you.

• Review the copywriter’s website to get a greater sense of the writing style, approach, methods, professionalism, and other attributes that demonstrate whether or not this is a writer you’d like to work with. Is the site terribly outdated or modern and client-focused? Again, each writer’s website is a reflection of them.

41 • If you’re looking for a copywriter who understands SEO, you’ll definitely want to pay close attention to the writer’s website. Is it optimized with keywords and great sales copywriting? Did you find the copywriter because the website showed up high on page one of Google results when typing in “[niche] copywriter”? These are very good signs. Next, look at client work samples as mentioned (the writer’s website should list at least a few links). Then, do a Google search for the products or services offered by those clients. Do they rank well in Google results? This is a fabulous sign that the copywriter does great work.

• Interview the writer and ask about his or her process. For instance, how does the copywriter provide proposals, drafts, and schedules? How will the copywriter go about working with your designer or web team? Talk about your needs and see what happens. Does the copywriter immediately talk about rates, or does he or she ask about your business goals and obstacles? Is the copywriter genuinely interested in helping you succeed? Does he or she follow a professional process that gives you the confidence to think, “This person can help me?”

This research can reveal a great deal about the copywriter’s “fit” for you.

“Copy is the MAIN ELEMENT in your ability to attract prospects and close them as customers … ” and

“This [relationship with your copywriter] is gonna be one of the most time-and-money intensive relationships you have in your business.” — John Carlton, legendary copywriter and author 28

42 Planning Your Copywriting Process

Once you’ve hired a copywriter, expect him or her to play a role in seeing the project all the way through to completion. The copy isn’t just a Word document. It comes to life in an email, landing page, website, or mailed piece. To ensure success, make sure the copywriter is able to collaborate with your marketing team (designer, programmer, etc.). This increases the chances that everyone’s hard work is going to pay off when your campaign or website is launched!

When you begin working with a copywriter, you may be asked to complete a questionnaire such as a Creative Brief to outline the business mission, competitive climate, unique positioning, etc. This information will help your copywriter do the best work for you.

In addition, you’ll want to provide the following materials and data to bring your copywriter up to speed:

• links to all your online materials: all current websites, landing pages, online articles

• samples of any online marketing efforts: emails, e-newsletters, promotions, special reports, white papers, etc.

• samples of printed materials: company brochures, direct-mail campaigns, sell sheets, ads, packaging, printed newsletters, trade show materials, etc.

• testimonials, endorsements, and case studies

• branding stylebook or guidelines if available (for direction on phrases, logos, and colors that must be used on the site — also any photos or branding logo images)

• email performance, such as Open Rates and Click-Through-Rates

• direct-mail response rates such as conversion to leads or sales

43 • Website traffic reports, either from your host company or from oogleG Analytics. These monthly reports give your copywriter a wealth of statistics about site performance, such as:

- page hits (total number of page views, requests for images, downloadable files) - page visits (how many unique visitors landed on the site) - pages visited most often (indicating which pages are more popular) - abandon statistics (which pages were last seen before visitors left the site) - search engine traffic (which search engines referred the site to visitors) - keywords entered (keywords used by visitors that month — especially valuable)

- browser traffic (which browsers visitors are using — Chrome, Firefox, Safari, etc. as well as sources of traffic, keywords sed,u and more)

Expected Deliverables, Timetable, and Approval Process

The copywriter should clearly outline in a formal agreement the specific services being provided. For example: an email and landing page series; Search Engine Optimization for 10 web pages; 4 blog posts a month; a direct-mail package including an envelope, 4-page sales letter, and order form; etc. And, this agreement will include the agreed-upon fees for each project element. This eliminates surprises.

Next, you’ll want to work out a specific schedule with the copywriter, indicating how long each step will take. For example, a web copywriting project may include:

• strategic planning: 3 weeks • content mapping/copy message platform: 2 weeks • copywriting complete drafts: 2 weeks • coordinating with the web team: 2 weeks+ depending on turnaround times

44 However, having said that, many proposals do not include a specific timetable because the copywriter may need to work it out with you and your team. This happens more often than not to balance everyone’s schedules, but it’s worth mentioning timetables in case you want them spelled out as much as possible in the proposal.

A word about approval stages: It’s always good to plan on being available and flexible as the copywriting project progresses, so you can provide feedback and approvals in a timely manner and keep things on schedule.

What Trained Copywriters Mean for Your Business

Throughout this report, we’ve mentioned AWAI as a training resource for copywriters. Our programs — including the foundational program, AWAI’s The Accelerated Program for Six- Figure Copywriting — encompass nearly every type of writing project listed in the Fee Ranges for the Top 75 Copywriting Projects, plus we train copywriters on how to work effectively with clients as independent freelancers or on-staff writers, employ best practices, and deliver effective copy that will help you meet your goals.

Thousands of copywriters have completed our various programs, and a huge number of them are providing exceptional results to clients today.

Major companies and marketing associations know about our programs and actively seek out trained AWAI writers. “AWAI trained” is a big draw and many marketers eagerly attend our annual Job Fair. Last year, the following companies were among the 60+ businesses looking to meet skilled copywriters at our Job Fair: Agora Financial Publishing, Boardroom Inc., The Institute for Natural Healing, International Living, The Motley Fool, Newsmax Media, Sovereign Society, Stansberry & Associates, and Weiss Research.

They know that AWAI-trained writers have the chops to do great work.

45 “I can’t run my business without copywriters. They are the lifeblood of my success.” — Paul Romano, President, Uniscience Group/Healthier You

“We were very impressed with the AWAI writers’ understanding of what we wanted and of direct marketing fundamentals. These writers are well trained! We had a really hard time selecting writers to test from it, but a few really stood out. We’re now working with one writer and will potentially hire a second one as well. Thanks, AWAI!” — Julie Broad, Rev N You With Real Estate

“There is no difference between great editorial and great marketing in this business. You’re just trying to convince people to take an action with words. That’s what both of those things are. On the one hand, you’re trying to get them to invest with you, on the other hand, you’re trying to get them to buy something you’re selling them.” — Cindy Butehorn, NetEffect Marketing

“I’ve hired and worked with copywriters for over 5 years. In fact, it’s the single most important part of our business… finding copywriters who can write compelling, high-converting copy. And, I’ve found, copywriters who know and study AWAI’s programs always know their stuff. They consistently rise right to the “A pile” of copywriters I consider to write copy for me.” — Tom Adolph, Acquisitions Creative Director, NewMarket Group

“I believe freelance copywriters bring new energy and new lifeblood and new ideas to the process. I have actively been trying to bring copywriters from AWAI back to Eagle and I succeeded last year at Bootcamp. I brought back three copywriters who we gave a shot and two of which are still with us.” — Jedd Canty, Copy Chief for Money Morning/Money Map Press

46 SUCCESS TIPS FOR COPYWRITERS

Be the Solution for a Growing Demand

Copywriting demand is at an all-time high. Marketers are actively searching for professionals that know what you know. And … YOU’RE poised to be an incredible partner to them.

In the Success Tips for Marketers section, we made note of a recent blog post Content Marketing Strategy: Welcome to the Jungle by Curata. In it, content marketers list the following among their top challenges:

• creating enough content on a regular basis • finding sources to create amazing content • promoting content • measuring the impact of content

This is all good news for you because … • Content marketers need content produced regularly. You can do that. • They need sources to create amazing content… that’s YOU! • Promotion and distribution is part of being a great content marketing… you can help with that, too.

• Measuring the impact starts with a good strategy… which you can help development.

It’s a perfect combination in your favor.

Now that you’re seeing the needs, how you can solve them, and the fees you can charge — let’s make sure you’re connecting with the right clients.

47 Where to Find Clients That Value You

You’ve worked hard to become an effective copywriter and you’re committed to a path of continuous expertise, and growth. Now you just need to find clients who appreciate the value of your skills and dedication. Together you’ll thrive as a result.

Here are some clues to recognizing smart marketers with healthy budgets versus companies who want everything for nothing and treat copywriting as a commodity, not as an investment.

Smart marketers continuously invest in quality copywriting that works.

Let’s say you join a trade association in your niche market. Which companies advertise on the association’s website and the association journal? Which companies invest in top-quality trade show booths at the annual conference? And which have a robust website loaded with fresh, interesting content, such as case studies, e-newsletters, videos, and other materials?

These are clues into the companies that spend money on skilled copywriting because they value it. There’s a very good chance they’ll value your work, as well.

Smart marketers look for quality resources to round out their team.

Yes, many companies have in-house creative teams, but the teams might be stretched beyond their capacities. They don’t have enough bandwidth to handle the ongoing need for marketing materials or specialized types of copywriting required today. That’s why they bring in specialized freelancers like you to provide SEO copywriting, email autoresponders, direct-mail expertise, and other knowledge.

Smart marketers get excited when they find writers who understand their niche industry.

These days, there are so many copywriters to choose from (and many are not highly skilled), it’s easy for marketers to get discouraged. But when they type into Google: “[specific industry] copywriter” and your website shows up at the top of page one, they think, “Here’s someone who already knows our industry’s

48 landscape, audiences, language, and community!” It’s a major benefit to them, and a huge win for you.

We recommend immersing yourself in a specific niche community of marketers and making sure they FIND YOU. It’s the fastest and easiest way to establish your unique value and find the right clients.

Presenting Proposals That Get a YES!

After discussing a copywriting project or campaign with your prospective client, recap everything in a thoughtful proposal. This proposal should include:

• Goals: What you’ll help the marketer achieve through your work (increased leads, sales, etc.). This is first and foremost because the OUTCOME is what your client truly needs.

• Scope and Deliverables: A recap of the specific project elements you’ll deliver (SEO copy for eight pages, three case studies, etc.) as well as an outline of the process you’ll follow. Most companies will be delighted to see the process spelled out so they know what to expect. In some cases, this is even required if the company is large enough to have an internal team who approves freelance consultants.

• Fees, which should be positioned as the investment that pays for itself many times over through immediate sales and/or long-term traffic that leads to more and more sales, etc.

• Clear Terms, such as getting a 50% deposit up front, cancellation fee, deadlines, etc.

• A Presumptive Close: Thank the client and assume you’ll both proceed with the project: “I can begin (next Tuesday).”

At this point, there shouldn’t be any surprises for your client because he or she will have already discussed the project scope, deadlines, and fees with you. This proposal is simply a professional follow-up that drives the project forward with a big YES.

49 SUMMARY Important Next Steps to Harness the Power of Copywriting

If you’re a marketer …

• Use this information to take a fresh look at your marketing strategy, copywriting needs, and budget for the rest of this year.

• Identify any opportunities you may be missing (such as the power of optimizing your web content for organic search or testing emails to improve click-through-rates and orders) and adjust your plan accordingly.

• Then, try the steps we outlined in this report to find a skilled copywriter who will help you achieve your goals.

If you’re a copywriter …

• Take a look at your fees to see if they align with the ranges outlined in this program.

• Also, make sure your website reflects your best work and thevalue you bring to marketers.

• Finally, if you provide services in a niche industry, make sure your website and other business materials project this! It’s the key to attracting more clients who appreciate your knowledge.

50 About AWAI Copywriter Training

In 1997, just two years after the launch of the “commercial Internet,” American Writers & Artists Institute (AWAI) opened its doors to provide programs that equip copywriters with the critical skills for writing effective marketing copywriting, both online and off.

Today, we offer hundreds of in-depth training programs, books, events, membership sites, and other resources to help copywriters and marketers thrive.

For further assistance, the following resources are provided by AWAI for marketers and copywriters.

Resources

For Marketers:

The following links will bring you to resources that can help you find skilled copywriters:

• AWAI Directory of Professional Freelance Writers

• DirectResponseJobs.com

• AWAI’s FastTrack to Copywriting Success Bootcamp and Job Fair

“I love the idea of having first crack at all the top copywriting talent as they make their way into the market. It’s like being able to grab up all the top draft picks in football before the NFL teams have a chance to sign them.” — Louis Hart, Best Life Herbals

51 For Copywriters:

If you’re eager to advance your copywriting skills and career, we invite you to explore everything AWAI offers you, including our Product Catalog, Calendar of Live Events, Free Article Archives, and the following additional resources:

• The Accelerated Program for Six-Figure Copywriting — the foundation for all other types of copywriting

• B2BWritingSuccess.com

• TheBarefootWriter.com

• ProfessionalWritersAlliance.com

• WealthyWebWriter.com

“Yes, you can make a very good living as a writer. Follow the steps in the AWAI programs, study, work hard, and you can create the lifestyle you want.” — Rich Silver, Copywriter, Georgia

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54